NIO Summer, one of NIO's important communication IP, is the annual community “ripple” event and a summer carnival for NIO users.
NIO Summer
Every summer, NIO will host a series of events in different cities, turning on the fun with different experiences and surprises. In NIO Summer, users will share joy and grow together to write down their own summer memories.
Purpose
Communication Highlight
Strengthen the communication of the "Growing Together" message
Brand Tone
Show the outdoor joyful lifestyle with NIO
Brand Image
Establish NIO Summer as a global brand event, NIO as an international brand
Theme
Water related, green related, car related, indoor, gourmet, event related
Offline Interaction
In this year's NIO Summer, we distribute Summer Passports to NIO users who bring new friends or newly joined members to strengthen their understanding of NIO community and enhance ripple effect.
Obtain
NIO House
NIO Space
Participate
Users can earn corresponding stamps by participating in different activities
Reward
NIO points
NIO Life's surprise summer gifts
Social Media Comm
Timeline
Pre-Launch
Launch
Comms
Use generic KV without the Fun is On tagline
Feature the first use of the "Fun is On" tagline and graphics
Show the atmosphere of "On"
Share joy and grow together
Outcome
Offline Event Participation
More than 1500 people per event
Social Media Interaction
More than 5000 interactions per post